record ad investments for champions league final on m6

Commercial investments reached unprecedented levels during the Champions League final broadcast on M6. With a total of 90 advertisers participating, the evening generated over 13 million euros in gross advertising revenue—a significant rise compared to last year’s 9.2 million euros. The match, which aired on May 30 at 6:00 PM, captivated 6.2 million viewers on M6 and an additional 2.9 million on Canal+, according to audience measurement data.

The 2025 final, aired later at 9:00 PM without extra time, saw fewer advertisers and lower revenue. This year’s extended broadcast with added minutes and penalty shootouts clearly boosted its appeal to both audiences and brands.

Advertising slots were strategically distributed: 50 spots before kickoff, 70 during the game, and 38 after the trophy presentation. The main match segment commanded nearly 8.9 million euros in ad spend, while pre-match and post-match segments accounted for 1.2 million and 2.9 million euros, respectively.

top spending sectors and brands

The most active industries included fast food, consumer goods, and retail. KFC led the rankings with 568,000 euros in gross investments, followed by Procter & Gamble (445,000 euros) and Intermarché (401,000 euros). Rounding out the top ten were Universal Pictures Films, Citroën, Cupra, Burger King, McDonald’s, EDF, and Nintendo.

Citroën secured the highest-value spot with a 30-second ad for its new electric C3 model, costing 202,900 euros. Meanwhile, Intersport chose the longest format—a 50-second commercial aired twice (before kickoff and during the match), valued at 119,000 euros.

broadcast and viewer engagement

The extended broadcast format not only attracted more viewers but also maximized engagement during prime commercial windows. The final’s dramatic conclusion—featuring extra time and penalties—likely contributed to heightened interest and, consequently, higher ad revenue.

This performance underscores the enduring appeal of the Champions League final as a prime platform for advertisers targeting a massive, highly engaged audience.